WEBVTT 1 00:00:00.640 --> 00:00:07.120 It's night Side with Dan Ray. I'm Wbzy Coostin's me Radio. 2 00:00:07.320 --> 00:00:11.119 Thank you very much, Al Griffith. As we head into 3 00:00:11.320 --> 00:00:14.439 the ten o'clock hour tonight, I am delighted to be 4 00:00:14.519 --> 00:00:18.920 joined by a veteran, and I use that word very respectfully, 5 00:00:19.440 --> 00:00:23.359 a veteran of the radio business. He has done it all, 6 00:00:23.440 --> 00:00:28.000 he's seen it all. Bruce Mittman. Bruce, welcome to night Side. 7 00:00:28.600 --> 00:00:32.280 You're the general partner in the CEO of Community Broadcasters 8 00:00:32.799 --> 00:00:35.439 and we want to talk about AM radio. I want 9 00:00:35.439 --> 00:00:40.439 to talk about radio generally, but particularly AM radio. How 10 00:00:40.479 --> 00:00:43.119 did you get started in this career of viewers that 11 00:00:43.200 --> 00:00:45.960 has now lasted at least four decades. 12 00:00:47.320 --> 00:00:49.359 Well, first of all, thanks for having me on, and 13 00:00:49.479 --> 00:00:50.600 I appreciate the intro. 14 00:00:50.960 --> 00:00:55.000 Well, the inflo is the intro is only factual, that's all. 15 00:00:55.280 --> 00:00:58.240 I stand in awe of everything that you've done. I've 16 00:00:58.240 --> 00:01:00.159 been involved in the business a little bit, but ever 17 00:01:00.280 --> 00:01:03.840 on the ownership side, never on the agency side, and 18 00:01:04.359 --> 00:01:06.840 those are two of the most important sides of this business. 19 00:01:06.840 --> 00:01:09.840 I've always been simply on the employee side. Go right ahead. 20 00:01:10.560 --> 00:01:16.400 Well, so I started well, I started in advertising at Arnold, 21 00:01:16.400 --> 00:01:19.879 a company and worked there in numerous years and had 22 00:01:19.920 --> 00:01:25.519 an account called WRKO Radio and they were making a 23 00:01:25.599 --> 00:01:30.000 switch from music to talk. This was back in the 24 00:01:30.200 --> 00:01:36.439 early eighties and they started going into a talk format. 25 00:01:37.840 --> 00:01:39.920 Bob Fish, who was a general manager at the time, 26 00:01:41.120 --> 00:01:43.400 brought me into his office and made me a deal 27 00:01:43.439 --> 00:01:47.640 I couldn't turned down. And I became general sales manager 28 00:01:47.640 --> 00:01:51.400 and was in radio, and so I started on the 29 00:01:51.439 --> 00:01:56.760 AM band. I started in talk and loved it, and 30 00:01:57.040 --> 00:02:02.359 now I'm doing both, certainly Community Broadcasters which with thirty 31 00:02:02.359 --> 00:02:09.159 four stations and five markets, and Mitcom, which is one 32 00:02:09.199 --> 00:02:13.759 of Boston's twenty five largest agencies in the advertising side. 33 00:02:14.319 --> 00:02:20.439 So the ownership of stations. Okay, I've only worked at WBZ, 34 00:02:21.120 --> 00:02:25.520 But people don't realize how many radio stations there are 35 00:02:25.759 --> 00:02:30.840 around this country, of various types and various sizes. Give 36 00:02:30.919 --> 00:02:33.879 us a little little perspective, give us the view from 37 00:02:33.960 --> 00:02:38.080 thirty thousand feet of just the number of people and 38 00:02:38.159 --> 00:02:40.840 the number of places where radio stations are found of 39 00:02:40.840 --> 00:02:41.400 this country. 40 00:02:42.000 --> 00:02:47.360 Well, I think, what FM, there are fifteen thousand stations 41 00:02:47.400 --> 00:02:54.680 around the country. Wow, and AM probably about ten or 42 00:02:54.759 --> 00:02:56.280 twelve thousand, So. 43 00:02:56.199 --> 00:02:59.319 We're talking in total over twenty five thousand radio st. 44 00:02:59.360 --> 00:03:03.800 Yeah, I think so. I think that's accurate. It's up there. 45 00:03:03.879 --> 00:03:07.960 Let's put it this way. There's thousands, and you know 46 00:03:08.080 --> 00:03:14.280 they're owned in major markets predominantly by consolidators like your 47 00:03:14.319 --> 00:03:19.479 own company, iHeart, and then you know Odyssey and Cumulus, 48 00:03:20.240 --> 00:03:24.719 and then smaller secondary markets, which is where I've owned 49 00:03:24.719 --> 00:03:27.000 my properties a lot of independence. 50 00:03:27.840 --> 00:03:30.159 How tough is is to own a radio station and 51 00:03:30.240 --> 00:03:34.560 be successful in a radio station in a smaller market, 52 00:03:35.080 --> 00:03:37.599 and you know, you can pick one of yours without 53 00:03:37.639 --> 00:03:41.520 identifying it. But give me an example of Oh, I 54 00:03:41.560 --> 00:03:44.240 don't know in terms of the market that you might 55 00:03:44.400 --> 00:03:48.039 have a radio station in one hundred thousand people, fifty 56 00:03:48.080 --> 00:03:51.719 thousand people. There's a rural areas in this country. Really, 57 00:03:52.439 --> 00:03:54.800 the signal of the radio station does not have the 58 00:03:54.840 --> 00:03:56.439 same strength as say a WBZ. 59 00:03:57.240 --> 00:04:02.479 Yeah. Well, BZ is obviously one of the uh certainly 60 00:04:02.599 --> 00:04:07.159 largest uh you know ams in the country. It's part 61 00:04:07.159 --> 00:04:12.439 of the clear channel network of ams, not clear channel media, 62 00:04:12.520 --> 00:04:14.680 but clear channel stations. 63 00:04:15.120 --> 00:04:17.680 Explain to explain to the audience what that means. I 64 00:04:17.759 --> 00:04:21.160 know what it means. Most stations have the signal is 65 00:04:21.240 --> 00:04:25.399 directional north south east, west, northeast southwest whatever. 66 00:04:26.639 --> 00:04:31.920 Clear cha AM you know as is uh, it's the 67 00:04:31.959 --> 00:04:37.240 signal rises to the ionosphere and stops there and then 68 00:04:37.319 --> 00:04:42.519 spreads out. So nighttime, most AM signals are are controlled, 69 00:04:42.720 --> 00:04:45.920 meaning that they have to end at a certain place 70 00:04:46.000 --> 00:04:49.759 because they'll interfere with other signals from other markets because 71 00:04:49.800 --> 00:04:55.120 the signal tends to skip off the atmosphere. FM is 72 00:04:55.240 --> 00:04:58.120 line of sight, meaning it radiates out from the height 73 00:04:58.160 --> 00:05:02.759 of the tower until power dissipates. So it's a fifty 74 00:05:02.800 --> 00:05:07.319 thousand WAT signal probably a sixty mile radius around the tower. 75 00:05:07.399 --> 00:05:10.040 If it's a one hundred thousand, probably more like about 76 00:05:10.040 --> 00:05:14.959 a seventy five mile radius, So very different signals. Yours 77 00:05:15.439 --> 00:05:17.879 being a clear channel property is part of the defense 78 00:05:17.959 --> 00:05:21.519 system in the United States, where a number of stations 79 00:05:21.879 --> 00:05:25.519 on the amband don't have any other signals at night 80 00:05:26.680 --> 00:05:30.279 on their channel, so that in case of a nuclear 81 00:05:30.319 --> 00:05:35.519 war or disaster, people can pick your radio station up 82 00:05:35.519 --> 00:05:36.519 throughout the Northeast. 83 00:05:37.000 --> 00:05:44.759 Yeah, I think we have some two some signals in 84 00:05:44.800 --> 00:05:46.720 some parts of the country far away on the other 85 00:05:46.759 --> 00:05:49.279 side of the Mississippi River, smaller stations. I'm not even 86 00:05:49.279 --> 00:05:51.639 sure if they were on twenty four hours as either, 87 00:05:51.759 --> 00:05:53.199 but I think there's. 88 00:05:53.040 --> 00:05:59.720 One there are daytimers on your signal, or they're very 89 00:05:59.720 --> 00:06:02.519 low power nighttime one hundred watts do you want to watts? 90 00:06:03.319 --> 00:06:06.720 So they're not going to interfere with your signal, which 91 00:06:06.800 --> 00:06:11.040 is a clear channel signal, which is grandfather. There's a 92 00:06:11.160 --> 00:06:12.480 number of them around the country. 93 00:06:12.839 --> 00:06:14.759 So before we come back to that, I do want 94 00:06:14.759 --> 00:06:18.439 to come back to pick how does a radio station, 95 00:06:18.800 --> 00:06:23.800 A smaller radio station that somewhat limited in terms of 96 00:06:23.879 --> 00:06:30.879 its wattage and its power, those radio stations survive and 97 00:06:31.000 --> 00:06:35.199 they serve a really important purpose in their community. The 98 00:06:35.360 --> 00:06:40.839 advertisers on those stations are often local advertisers. Just explained, 99 00:06:40.920 --> 00:06:43.399 I mean, to people who have never lived in a 100 00:06:43.480 --> 00:06:49.240 small market America, how important that radio station is, one 101 00:06:49.279 --> 00:06:52.519 of those twenty five thousand radio stations is to that community. 102 00:06:52.800 --> 00:06:56.399 The local newspapers are now going away, So the newspapers 103 00:06:56.399 --> 00:06:59.639 are almost gone. You've got to keep the radio stations. 104 00:07:00.279 --> 00:07:03.040 Well. You know, small market radio is a lot of 105 00:07:03.120 --> 00:07:08.839 fun because you tend to be the medium that drives 106 00:07:08.879 --> 00:07:11.800 the community, and your signals can be just as big 107 00:07:11.839 --> 00:07:15.120 as any major market. We have fifty hundred thousand and 108 00:07:15.120 --> 00:07:19.040 one fms. The difference is is that you know the 109 00:07:19.199 --> 00:07:22.720 market tends to be not as city centric but more 110 00:07:25.199 --> 00:07:28.360 county centric. So you might have two hundred and fifty 111 00:07:28.480 --> 00:07:31.920 thousand people within your listing area, but they're not living 112 00:07:31.959 --> 00:07:35.160 in a city a centralized place. They're living in hubs. 113 00:07:35.800 --> 00:07:38.639 So you have to service lots of different hubs. And 114 00:07:39.360 --> 00:07:43.040 you know, the way you compete effectively is you become 115 00:07:43.120 --> 00:07:45.920 the voice of the community. So, for example, in Florence, 116 00:07:45.959 --> 00:07:49.759 South Carolina, where I own property, I have a morning 117 00:07:49.879 --> 00:07:55.720 news talk news talk network that goes over three markets 118 00:07:56.680 --> 00:07:59.160 and we are pretty much the voice of that community. 119 00:08:00.040 --> 00:08:03.959 I have a very former lieutenant governors, our morning personality, 120 00:08:04.160 --> 00:08:08.480 and we have a sidekick. We have news segments, we 121 00:08:08.639 --> 00:08:12.600 have producers. Like any major market station, it's just that 122 00:08:12.720 --> 00:08:18.199 we're delivering regional, local, and national conversation to the rural communities. 123 00:08:18.680 --> 00:08:23.360 So you're still fulfilling the same function, it's just in 124 00:08:23.480 --> 00:08:26.120 a different way with different personalities. 125 00:08:26.360 --> 00:08:30.439 And what's the on air hours on a lot of 126 00:08:30.480 --> 00:08:33.440 these stations. I'm sure this fluctuate. You may have some 127 00:08:33.600 --> 00:08:36.240 stations at are twenty four hour stations, but a lot 128 00:08:36.360 --> 00:08:38.960 of them can be watch five am in the morning 129 00:08:39.080 --> 00:08:40.559 until seven o'clock at night. 130 00:08:41.480 --> 00:08:44.120 Well, no, most of it. Most of our properties are 131 00:08:44.320 --> 00:08:48.559 full time, really thirty four properties, twenty four to seven 132 00:08:49.679 --> 00:08:54.080 ams are twenty four to seven FMS or twenty four 133 00:08:54.080 --> 00:08:57.559 to seven. We have a lot of personalities, local personalities, 134 00:08:57.919 --> 00:09:02.720 and then we augment that with indicated shows. It's no 135 00:09:02.879 --> 00:09:06.879 different than you would say our KO which with runs 136 00:09:07.000 --> 00:09:10.600 or your station which might run some syndicated shows and 137 00:09:10.919 --> 00:09:15.799 or syndicated personalities or voices or so you try to 138 00:09:16.159 --> 00:09:19.480 image it the same way and hopefully produce it as 139 00:09:19.679 --> 00:09:22.919 qualitatively as a BZ is produced. 140 00:09:23.559 --> 00:09:26.600 So that as a matter of fact, I don't think 141 00:09:26.679 --> 00:09:28.639 at this point, to the best of my knowledge, that 142 00:09:29.320 --> 00:09:31.720 BZ has any syndicated shows. I do know they have 143 00:09:31.840 --> 00:09:32.440 some shows on. 144 00:09:32.559 --> 00:09:38.159 Weekends, weekends, I was thinking, yeah, certainly not Monday through 145 00:09:38.279 --> 00:09:41.559 I'm sorry, not Monday through Friday, say to midnight. You're 146 00:09:41.679 --> 00:09:44.879 you're all live and local. So I apologize if that 147 00:09:45.039 --> 00:09:45.279 was no. 148 00:09:45.399 --> 00:09:46.720 No, no, no no, I just want to make sure 149 00:09:46.759 --> 00:09:47.919 that that's perfect. 150 00:09:48.320 --> 00:09:50.639 I don't want to send any of your listeners away, 151 00:09:51.000 --> 00:09:52.799 So let me let. 152 00:09:52.720 --> 00:09:56.960 Me take a quick break. My guest is Bruce Mittman. Bruce, 153 00:09:57.080 --> 00:10:01.840 longtime radio guy, owner, sales guy. Do you ever do 154 00:10:01.960 --> 00:10:06.120 any on air stuff Bruce along the way. Other than interviews, well, 155 00:10:06.279 --> 00:10:07.120 you know, I was on. 156 00:10:07.200 --> 00:10:11.600 A competitive station every Monday talking talking media. 157 00:10:12.000 --> 00:10:15.000 Okay, fair enough, you don't have to we don't have 158 00:10:15.120 --> 00:10:18.200 to publicize that. But you've never had your own show, 159 00:10:18.360 --> 00:10:21.840 per se, right, no ahad Okay, that's fine, that's fine. 160 00:10:23.360 --> 00:10:25.519 It's part of the it's part of the process, just 161 00:10:25.679 --> 00:10:29.559 like you when you I always analogize everything to professional sports. 162 00:10:29.639 --> 00:10:32.320 There are there are people who are coaches, people who 163 00:10:32.360 --> 00:10:37.720 are players, managers and different positions, and it's the same 164 00:10:37.799 --> 00:10:40.200 principle everybody. We're going to come back and I want 165 00:10:40.240 --> 00:10:45.120 to talk about the importance the importance of radio, and 166 00:10:45.200 --> 00:10:47.080 I also want to invite people to give us a 167 00:10:47.159 --> 00:10:50.919 call six one, seven, two, five, four ten thirty six 168 00:10:51.039 --> 00:10:53.720 one seven, nine three one ten thirty. If you have 169 00:10:53.919 --> 00:10:58.159 any question about radio in any way, shape or form, 170 00:10:58.279 --> 00:11:00.360 this is the guy to ask that question of Back 171 00:11:00.399 --> 00:11:03.679 on Nightside, feel free to bring your conversation to us. 172 00:11:04.360 --> 00:11:07.679 This Friday night, we're going to head towards the twentieth 173 00:11:07.759 --> 00:11:11.159 hour at eleven o'clock and we're going to do our 174 00:11:11.200 --> 00:11:15.200 annual Mother's Day tribute back on Nightside right after this, 175 00:11:16.639 --> 00:11:17.600 It's Night Side with. 176 00:11:17.759 --> 00:11:23.440 Dan Ray, Hey, DANBZ Boston's News Radio. You're on Night 177 00:11:23.559 --> 00:11:27.600 Side with Dan Ray on WBZ Boston's News Radio. 178 00:11:29.159 --> 00:11:32.080 Joined this hour by Bruce Mittman. He's the general partner 179 00:11:32.120 --> 00:11:36.759 and CEO of Community Broadcasters. He is his ownership of 180 00:11:36.759 --> 00:11:39.919 about thirty four radio station around the country, primarily in 181 00:11:40.039 --> 00:11:43.799 New York State and in South Carolina, which is a 182 00:11:43.919 --> 00:11:47.879 full time job and of itself, and he also runs 183 00:11:47.919 --> 00:11:51.399 an advertising agency, so he knows this business from a 184 00:11:51.480 --> 00:11:55.360 different perspective that I know the business. He's been in 185 00:11:55.440 --> 00:11:56.960 it a long time as well. And if you have 186 00:11:57.000 --> 00:11:59.679 any questions about the radio business, feel free let me 187 00:11:59.759 --> 00:12:03.120 ask you this. What is the health of the radio 188 00:12:03.240 --> 00:12:08.399 business right now? Obviously, the economy goes up and down, 189 00:12:09.720 --> 00:12:20.799 and we now have fortunately or unfortunately digital and podcasting 190 00:12:21.240 --> 00:12:24.679 and of course the Internet. There are a lot of 191 00:12:24.919 --> 00:12:29.600 other ways people can get their information than what people 192 00:12:29.639 --> 00:12:34.080 would get their information from radio, television and newspapers. It's 193 00:12:34.120 --> 00:12:39.559 had a tremendous impact on newspapers. What's the condition of 194 00:12:39.799 --> 00:12:41.279 radio generally at this point. 195 00:12:41.840 --> 00:12:43.840 Well, you know, radio took a bit of a hit 196 00:12:44.840 --> 00:12:48.600 when COVID came and part of the reason is because 197 00:12:48.679 --> 00:12:52.840 the majority of radio listening is in the car. So 198 00:12:53.279 --> 00:12:59.600 when commuting stopped, obviously listening slowed down, and you know 199 00:13:00.240 --> 00:13:04.440 qume meaning a number of different people, listening was reduced, 200 00:13:04.679 --> 00:13:08.519 and time spent was reduced. Well. As people started to 201 00:13:08.600 --> 00:13:13.080 come back to work, radio listening has improved, time spent 202 00:13:13.200 --> 00:13:16.120 has improved, and reach has improved. I frankly, you know 203 00:13:16.240 --> 00:13:20.440 it's interesting, you know, because I also own midcom and 204 00:13:20.919 --> 00:13:23.960 so we spend millions of dollars in media, and you know, 205 00:13:24.120 --> 00:13:27.600 more and more clients are getting more comfortable again with 206 00:13:27.840 --> 00:13:31.559 radio as part of the media strategy for some of 207 00:13:31.639 --> 00:13:35.960 the branding or sales efforts. And you know, Boston's got 208 00:13:36.039 --> 00:13:42.039 some great radio stations, great personalities, yourself included in that mix, 209 00:13:42.200 --> 00:13:45.799 and then people believe in what you say and they 210 00:13:45.879 --> 00:13:49.360 have an affinity for that radio station. And so the 211 00:13:49.720 --> 00:13:53.320 radio still has a very strong position in the marketplace. 212 00:13:54.600 --> 00:13:57.879 I think that part of the challenge radio has is 213 00:13:58.840 --> 00:14:01.000 its sales teams have to it out and sell it more. 214 00:14:01.919 --> 00:14:06.559 They seem they seem to have relied on years of 215 00:14:06.960 --> 00:14:11.120 not having to sell it as strongly because now people 216 00:14:11.679 --> 00:14:14.799 didn't have as many options. But now with digital and 217 00:14:14.960 --> 00:14:18.879 social and other media strategies, you've got to go out 218 00:14:18.919 --> 00:14:22.000 and show people why radio is still viable in a 219 00:14:22.120 --> 00:14:24.639 great reach and targeting media. 220 00:14:25.080 --> 00:14:27.840 Yeah, the pie remains kind of the same. It's just 221 00:14:27.919 --> 00:14:32.159 that there are more slices in the pie, which is really, 222 00:14:32.600 --> 00:14:35.120 I think, very very, very frustrating. 223 00:14:36.000 --> 00:14:38.200 Yeah, but you know, if you think about it, radio 224 00:14:38.360 --> 00:14:41.840 has got streaming. I mean you're streaming, your show is 225 00:14:41.879 --> 00:14:46.559 on a podcast, you have your show itself, you have 226 00:14:46.759 --> 00:14:50.000 promos on your show, you have social media connected with 227 00:14:50.080 --> 00:14:55.240 your show, and you have some digital support for the show. 228 00:14:55.600 --> 00:14:58.960 So you're in as many places as any other medium. 229 00:14:59.639 --> 00:15:03.600 The miss A lot of the radio salespeople haven't really 230 00:15:03.720 --> 00:15:08.720 sold that effectively. I believe haven't demonstrated to advertises how 231 00:15:08.799 --> 00:15:11.440 many different places they can be with one media buy. 232 00:15:12.120 --> 00:15:15.200 And I think radio still is a very viable option. 233 00:15:15.360 --> 00:15:19.440 And I can tell you we're very effective in small markets. 234 00:15:19.840 --> 00:15:23.120 We're still i think even more effective because we are 235 00:15:23.720 --> 00:15:25.720 such a strong medium for that region. 236 00:15:27.559 --> 00:15:30.279 Very interesting, and again you put it in perspective that 237 00:15:30.399 --> 00:15:32.720 people will understand that if folks want to join the 238 00:15:32.799 --> 00:15:36.000 conversation and throw their ideas that we just got a 239 00:15:36.039 --> 00:15:39.879 couple of minutes left here before the break. I want 240 00:15:39.919 --> 00:15:42.440 to get to an area that I think is important 241 00:15:42.600 --> 00:15:45.200 and many people aware of it. A lot of people 242 00:15:45.360 --> 00:15:48.679 aren't aware of it. And what I'm talking about is 243 00:15:49.200 --> 00:15:55.399 there's an effort in Congress to make sure that AM 244 00:15:55.679 --> 00:15:59.919 radio remains in newly manufactured automobile. 245 00:16:00.759 --> 00:16:00.879 Uh. 246 00:16:01.200 --> 00:16:04.960 Can you explain to my audience, Uh, why this is 247 00:16:05.120 --> 00:16:08.799 even a problem. I kind of imagine. Now again, I'm 248 00:16:09.000 --> 00:16:12.559 someone who's a radio guy. Obviously, I kind of imagine 249 00:16:12.879 --> 00:16:15.320 having a car without radio. 250 00:16:16.360 --> 00:16:19.080 Yeah, no, I agree. You know, a lot of those, 251 00:16:19.240 --> 00:16:23.120 a lot of these dashboard there's there's been a battle 252 00:16:23.159 --> 00:16:26.120 for the dashboard in the last five years, you know, 253 00:16:26.399 --> 00:16:35.240 uh uh, streaming companies, digital companies, UH, podcasts, UH, audio companies, 254 00:16:35.840 --> 00:16:40.799 satellite radio. Everybody's you know, looking for prominence in the dashboard, 255 00:16:41.759 --> 00:16:45.600 and so AM has sort of lost some of the 256 00:16:45.720 --> 00:16:49.840 luster it's had. Saying that AM fits and fills a 257 00:16:50.039 --> 00:16:54.240 very important void in the marketplace because it provides a 258 00:16:54.320 --> 00:17:00.720 lot of content for ethnic programming UH Asian speaking programming, 259 00:17:02.600 --> 00:17:10.640 Hispanic and Spanish speaking program Portuguese, uh, other forms of 260 00:17:10.799 --> 00:17:13.519 formats on the AM that you won't hear on an FM. 261 00:17:14.559 --> 00:17:19.119 So AM is still a really critical part of the landscape. 262 00:17:20.160 --> 00:17:22.240 There's it's really a cost factor. You just have to 263 00:17:22.279 --> 00:17:25.400 add another chip, and I think the manufacturers just don't 264 00:17:25.440 --> 00:17:29.319 want to add that chip. I'm not sure how it 265 00:17:29.519 --> 00:17:33.519 interfaces with EV cars, because that seems to be the 266 00:17:33.559 --> 00:17:39.119 biggest complaint. But you know, saying that, I still think 267 00:17:39.200 --> 00:17:43.400 AM is very viable, very important, and I know the NAB, 268 00:17:43.680 --> 00:17:48.680 which represents radio and broadcasters, has been a lobby in Congress, 269 00:17:48.839 --> 00:17:52.960 and there's a bill going through Congress shortly that Frankly, 270 00:17:53.279 --> 00:17:58.599 seven Marque has been a very big proponent of to 271 00:17:58.880 --> 00:18:04.759 make sure that A is always in cars, on the 272 00:18:04.880 --> 00:18:06.440 radio and available. 273 00:18:07.240 --> 00:18:09.640 Yeah, I mean I want my AM radio, I want 274 00:18:09.720 --> 00:18:15.200 my FM radio. There are other options. I want more options, 275 00:18:15.359 --> 00:18:18.599 not fewer options. And what I don't need in my 276 00:18:18.839 --> 00:18:21.640 car is the equivalent of what I have on my 277 00:18:21.759 --> 00:18:26.680 television at home. I have like literally almost five hundred 278 00:18:26.799 --> 00:18:32.319 channels that you buy on television and you use. 279 00:18:32.200 --> 00:18:35.200 Probably the only local medium. I mean, if you really 280 00:18:35.279 --> 00:18:38.839 think about it, all these other options, they're not talking 281 00:18:38.960 --> 00:18:41.960 to the marketplace. They're not in the marketplace. They're not 282 00:18:42.160 --> 00:18:46.400 reflecting on activities that are going in the marketplace. News 283 00:18:46.480 --> 00:18:54.880 that's in the marketplace, traffic, weather, sports, information, interactivity, conversation, 284 00:18:55.720 --> 00:18:59.240 it's still vibrant, very critical, and a lot of this 285 00:18:59.440 --> 00:19:03.640 is on the A band and eliminating that eliminates a 286 00:19:03.720 --> 00:19:06.119 lot of access. You know, a lot of people feel 287 00:19:06.160 --> 00:19:09.920 that the Democrats want to get rid of AM because 288 00:19:09.920 --> 00:19:12.839 there's so much conservative talk on the A M band. 289 00:19:13.599 --> 00:19:17.079 You know, that's that's a debatable point, but it's certainly 290 00:19:17.200 --> 00:19:19.799 one that that is discussed often. 291 00:19:21.079 --> 00:19:25.279 Yeah, I've heard that, but I mean that swings back 292 00:19:25.359 --> 00:19:30.480 and forth. That's like like anything else, there will come 293 00:19:30.559 --> 00:19:34.200 a day when maybe so called liberal talk will be 294 00:19:34.359 --> 00:19:37.680 more more dominant. But I just think again, it's it's 295 00:19:37.759 --> 00:19:41.200 it's it's it's it's a it's a frightening idea, my guess, 296 00:19:41.440 --> 00:19:44.759 Bruce bit Mittman, and we are talking about radio, and 297 00:19:44.880 --> 00:19:47.960 by the way, that piece of legislation, if that would 298 00:19:48.440 --> 00:19:52.960 which would basically say to cars that we look at 299 00:19:53.119 --> 00:19:59.319 radio similarly to a lot of other features of a car. 300 00:19:59.519 --> 00:20:01.480 You want want to have a review mirror, you want 301 00:20:01.519 --> 00:20:04.279 to have side mirrors, you want to have good breaks, 302 00:20:05.240 --> 00:20:06.920 don't you know, if you're going to produce a car, 303 00:20:07.400 --> 00:20:10.279 produce a car which provides everything that a driver needs. 304 00:20:10.920 --> 00:20:12.960 And as you mentioned when you're talking about you know, 305 00:20:13.160 --> 00:20:15.440 things like what we have, traffic on the threes or 306 00:20:15.480 --> 00:20:19.400 weather forecast. Those are all very important to be available 307 00:20:19.480 --> 00:20:22.480 inside a car, particularly if you're driving away from home. 308 00:20:22.680 --> 00:20:25.200 That passed Congress, and I think it died in the Senate. 309 00:20:25.240 --> 00:20:27.279 If I'm not mistaken. It just never got to a 310 00:20:27.400 --> 00:20:28.400 vote in the Senate. A. 311 00:20:28.880 --> 00:20:32.519 Yes, it's supposed to be brought up again. I know 312 00:20:32.880 --> 00:20:35.359 it keeps going. I don't think it's gotten out of 313 00:20:35.440 --> 00:20:38.160 committee in Congress yet. I think that's been the challenge. 314 00:20:38.240 --> 00:20:40.960 Yeah, what happens is once it dies, there's a new 315 00:20:41.079 --> 00:20:43.880 session and it has to start all over again. But 316 00:20:44.599 --> 00:20:48.400 back a year ago it could be impacted. You had 317 00:20:48.440 --> 00:20:52.000 a Republican House and a Democratic Senator. And my suspicion 318 00:20:52.119 --> 00:20:54.440 is that the Democrats who were running the Senate didn't 319 00:20:54.440 --> 00:20:56.359 want to bring it up, even though Eddie Markey has 320 00:20:56.400 --> 00:20:58.799 done a good job on it as a leading Democrat. 321 00:20:59.279 --> 00:21:07.599 I think he's been demponent of radio and broadcasting, you know, deregulation. 322 00:21:08.599 --> 00:21:12.200 He was really the key driver of deregulation back in 323 00:21:12.240 --> 00:21:17.960 the eighties and nineties. Finally when consolidation started to become 324 00:21:18.039 --> 00:21:19.200 part of the landscape. 325 00:21:19.559 --> 00:21:21.920 Yeah, but as they say, I think now that the 326 00:21:22.000 --> 00:21:25.519 Republicans have both houses. The ball is in their court 327 00:21:25.640 --> 00:21:29.880 and they need to make sure this gets done during 328 00:21:29.920 --> 00:21:30.440 this session. 329 00:21:30.440 --> 00:21:35.079 I agree. We have Michael Klarr, the FCC Commissioner, is 330 00:21:35.160 --> 00:21:40.799 a very big supporter of AM as well as the 331 00:21:41.039 --> 00:21:47.160 ability for people smaller markets to buy and own more properties. 332 00:21:47.279 --> 00:21:52.200 So they're very open to change in the industry and 333 00:21:53.200 --> 00:21:54.440 hopefully they'll take this on. 334 00:21:55.440 --> 00:21:56.839 Let us hope. So we got to take a quick 335 00:21:56.880 --> 00:21:59.519 break for news. I do have a couple of lines 336 00:21:59.519 --> 00:22:01.160 still open. We have callers. We're going to get to 337 00:22:01.200 --> 00:22:03.279 the callers. I promise all of you stay right there. 338 00:22:04.119 --> 00:22:06.319 We have one line at six one seven, two, five, 339 00:22:06.400 --> 00:22:08.440 four to ten thirty and one line at six one seven, 340 00:22:08.559 --> 00:22:12.359 nine three one ten thirty. Your questions about radio Those 341 00:22:12.400 --> 00:22:16.079 of you who are listening tonight obviously are radio files. 342 00:22:16.160 --> 00:22:20.720 People who like this concept of news and or talk. 343 00:22:21.279 --> 00:22:25.240 Whether it's political talk, whether it's general talk, whether it's 344 00:22:25.240 --> 00:22:31.440 sports talk. There's a whole variety of information that is available, 345 00:22:31.559 --> 00:22:33.720 and you want to make sure it remains available. That's 346 00:22:33.759 --> 00:22:36.559 why we're doing this hour with Bruce Mittman, and we'll 347 00:22:36.599 --> 00:22:39.599 be back right after the news break here on Nightside. 348 00:22:40.759 --> 00:22:45.480 Night Side with Dan ray On WBZ with Boston's News Radio. 349 00:22:46.240 --> 00:22:50.480 You're on night Side with Dan Ray on WBZ, Boston's 350 00:22:50.559 --> 00:22:51.119 News Radio. 351 00:22:53.119 --> 00:22:57.960 Let's get to the phones, my guest, Bruce Mittman. Bruce 352 00:22:58.000 --> 00:23:01.279 is the general partner and CEO of Community Broadcasters. He 353 00:23:01.480 --> 00:23:04.759 has been in this business for forty years as the 354 00:23:05.119 --> 00:23:09.559 owner of an advertising agency, has been involved in management 355 00:23:09.799 --> 00:23:14.200 and ownership. Owns about thirty four radio stations around the country, 356 00:23:14.400 --> 00:23:19.480 focused in South Carolina and New York. Has owned stations 357 00:23:19.559 --> 00:23:25.400 in other states, including Florida. So let's let's just get 358 00:23:25.440 --> 00:23:27.759 to phone calls and see what people have to say. 359 00:23:27.799 --> 00:23:27.960 Here. 360 00:23:28.000 --> 00:23:31.000 We have full lines, Bruce, which is which is great. 361 00:23:31.240 --> 00:23:33.799 I know my audience is interested in radio, So let 362 00:23:33.880 --> 00:23:37.599 me start it off with Jolene from Beverly. Joleene, you 363 00:23:37.759 --> 00:23:40.160 are first is out with Bruce Mittman. Go right ahead, Jolene. 364 00:23:41.160 --> 00:23:44.319 Hi Dan, and Hi to Bruce, your guest. And I 365 00:23:44.640 --> 00:23:50.160 am an am radio lover. I don't know what I'd 366 00:23:50.240 --> 00:23:54.279 do without it. I'm in my pitchen all evening and 367 00:23:54.880 --> 00:23:59.480 listen to the radio, probably starting around seven thirty or 368 00:23:59.519 --> 00:24:04.440 eight and listening right through one a m. And I 369 00:24:04.599 --> 00:24:10.240 have a question about saturation advertising. My husband and I 370 00:24:10.599 --> 00:24:14.799 we have to laugh every time we hear a certain commercial, 371 00:24:14.960 --> 00:24:16.559 and I won't say which one it is. 372 00:24:17.039 --> 00:24:19.359 Thank you very much for that, Jolie, because it might 373 00:24:19.400 --> 00:24:20.079 be one of mine. 374 00:24:20.160 --> 00:24:26.559 Go ahead, Yeah, but I'm doing I sometimes depends on 375 00:24:26.640 --> 00:24:28.920 the mood I'm in, But as soon as that comes on, 376 00:24:29.240 --> 00:24:33.000 my mood definitely goes down. And sometimes I get so 377 00:24:33.200 --> 00:24:35.160 mad I just want to throw the radio if I 378 00:24:35.240 --> 00:24:38.519 hear oh no, no no? Does them. 379 00:24:39.880 --> 00:24:43.720 Harm? I believe? And why do they do that? 380 00:24:44.079 --> 00:24:49.160 Who who determines how many times they're going to play that? 381 00:24:49.680 --> 00:24:53.640 Does the sponsor or the program director? 382 00:24:53.720 --> 00:24:56.119 How do Bruce has the answer for you? Are you 383 00:24:56.160 --> 00:24:58.920 going to do? Is listen? Bruce going to give the 384 00:24:59.000 --> 00:25:01.400 answer right between the go ahead, prove well. 385 00:25:01.480 --> 00:25:04.400 First of all, thank you for listening to radio. Because 386 00:25:05.599 --> 00:25:07.880 it's listeners like you that keep us in business. We 387 00:25:07.960 --> 00:25:15.680 appreciate it. So advertisers determine the number of spots unless 388 00:25:15.759 --> 00:25:19.240 it gets to a point that it's so aggravating that 389 00:25:19.359 --> 00:25:22.279 a program director as station might step in and say, hey, 390 00:25:22.680 --> 00:25:26.680 we're gonna limit you to X amount of spots an hour. Now, 391 00:25:26.759 --> 00:25:29.480 the reason you do a lot of frequency is because 392 00:25:29.799 --> 00:25:35.119 it moves the needle. It impacts the listener and they 393 00:25:35.240 --> 00:25:41.960 actually react when they hear it more often. So advertisers 394 00:25:42.000 --> 00:25:45.599 tend to buy a lot of frequency. The key though, 395 00:25:45.759 --> 00:25:49.240 is not running the same spot, is running multiple spots. 396 00:25:49.240 --> 00:25:51.160 If you're going to have a lot of frequency, so 397 00:25:51.279 --> 00:25:54.240 you have different messages so you don't bore the listener, 398 00:25:54.680 --> 00:25:57.920 and you also give the listener a lot more information 399 00:25:58.519 --> 00:26:01.039 so that they can be more educated to consumers and 400 00:26:01.559 --> 00:26:04.279 relate a little bit more to the commercials. But I 401 00:26:04.400 --> 00:26:11.119